It’s all about content.

As has been discussed more and more in recent times, content is the new attraction. It’s substance isn’t it, and some brands are fully aware of it.

Ebay is launching its first content site, using third-party contributors including writers from Glam Media to promote its Ebay Outlet store.

The auction site opened the online high street outlet store last month and is promoting it with the launch of a fashion blog, live4less.ebay.co.uk, using contributions from women’s vertical media network Glam Media.

Live4less is set to feature content on several topics covering fashion and lifestyle, which will link to tips and inspiration about products on Ebay Outlet. Just what you need right?

The online brand is supporting its site with activity on Facebook and Twitter, while online PR, outdoor and press campaigns have been running since the store launched in April.

Ebay are aware of the strengths that social media can offer, “we want to talk to our audience in their own areas, because that’s the best way to engage them” said Ebay spokeperson Ruth Szyszkowski. 

The contributors from Glam include a fashion journalist and a mummy blogger. Using established bloggers added credibility to the site and enabled Glam to spread its content, expressed Ally Pyle, editor of Glam.com. From this, the content is both crerative and will have a variety of voices that can give credible fashion advice.